Wednesday, February 24, 2010

Duluth Trading Ballroom Jeans: get a pair!

Duluth Trading Company has a pair.

These ads for its Ballroom Jeans have just started running on the US high-def channels, and they're notable for being noticeable: this is one of the only ads I've ever stopped to look at while fast-forwarding through "non-program content" on my DVR.

As Innerscope Research recently reported, the best way to reach DVR viewers on TV is to confine the creative to the centre of the screen (even for widescreen treatments), heavy use of white space, a simple message, a minimum of cuts, and logo visibility.

Once we do watch the ad, it rewards us with some great copy involving differentiation ("the crotch gusset!"), desire ("room to crouch without singing soprano"), and a call you action you can't forget ("get a pair!").

The next time I'm in the US, I will get a pair. Thanks, Duluth Trading Company for looking out for - ahem - the little guy.


  1. Haha I wish I could have been in the meeting when they decided to call it a "crotch gusset".


  2. I love the thrill of fast forwarding through commercials on my DVR and spotting something so visually appealing or outlandish that I have to stop.

    Every Jimmy Dean commercial produced this year has had that exact effect.

    ( (For the record, I'm in love with Rain)


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